LFWend September 2014

LFWend

Last week I ventured back into London, one of my favourite cities, to attend LFWend for the first time. I was so happy to join this fashion pack at one of the biggest London‘s designer shopping event. An extension of Fashion Week, LFWend took place this year between 18-21 September and offered a chance for Londoners and visitors to stand out in their best clothes and see what’s hot on catwalk.

LFwend is the UK’s unmissable event of the season.

LFWend occurs immediately after London Fashion Week at the very same location, the prestigious home of British fashion, Somerset House. It’s a designer shopping event, with some designers offering up to 70% off. For anyone who’s not been to LFW, then LFWend is a good starter I reckon if you love a designer bargain. Don’t forget that tickets are limited so you must book them in advance! The event features a fraction of the same designers whom present their Fall or Spring/Summer Collections for the following year. Unlike London Fashion Week,  LFWend is open for business that aims to interact with consumers on a first hand basis and get them to experience the brand within the “London Fashion Week atmosphere”.

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London Fashion Week is one of the most anticipated and revered events in the fashion calendar. After several days of intense reporting, scouring designers photo albums and pining after items I would dream of affording, Vodafone LFWend finally arrived in style.

As soon as the last collection has been showcased to the industry’s elite, Somerset House is transformed into a 4-day designer-shopping emporium, with cut-off prices, celebrity guests and catwalk shows to cater to the retail masses. LFWend is a public shopping event for which you can buy tickets for, with catwalk shows and brands on display and also talks from Fashion Experts. So I treated myself with a Gold Package ticket, gaining me unlimited access to the event, entry to a Designer and Trend Catwalk shows, entry to all talks and seminars offered by fashion journalists and designers and a limited edition designer tote bag, filled with treats. I made a promise to myself to prioritize blogging over shopping and to use my time wisely to explore as much as I could of LFWend.

So there I was at Somerset House dressed to kill at 12 am last Friday. I was glad for the pretty warm days because I could wear light pieces and not freeze to death on the cobbles. That day I went for a chic casual inspired look with a Zara classic blue blazer. I think it’s going to be a staple until I will get the thicker wintery coats out! I decided to add the pale pink lace top from H&M and my new red python sandals from Top Shop to soften the look a bit. I loved my outfit, very soft, feminine and elegant. Of course the hair and the gold accessories changed everything too, if only I could be spoiled by Toni&Guy team every morning…

Overlooking the Thames, the Somerset building looked magnificent in the morning sun, unbelievably huge and majestic. Somerset House is a historic building that seems to contrast well with whatever clothes you wear, decorated with the huge and iconic print design holding the event title. When you enter the building the only thing you can do is savor the beauty of the architecture. Once I was finally inside Somerset House it was fashion overload and I got lost in a second even if there were signs posted everywhere. For four days the historic venue is transformed into a fashion paradise as big names from the beauty and style industries show off their creative work. The ultimate fashion and designer shopping experience, the show is bursting with catwalk shows, pop-up shops, hair and beauty products. Keen to make the most of my time, I stayed a while to enjoy the discounts of the various pop-up stores (all offering up to 70 per cent off) before heading to my first designer specific catwalk show. I realized this was my big opportunity to pick up wardrobe staples at a very good price to complete my AW14 look.

The stores and vendors were categorized according to their product type and positioned around the entire venue. The main sponsor Vodafone even had nail polish vending machine free of cost for Vodafone customers. There was so much interaction inside the venue. Pampering was also at hand from Toni&Guy, Benefit and Maybelline.

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LFWend is more chilled and casual than LFW but there is a surprising large amount of queueing for various things. I have never visited before and had no idea what to expect. Somerset House is huge and it took me a while to find the correct entrance to the runway shows.

 After we were queueing we were let into the catwalk arena to take our seats for the first Designer Show. This season there was an incredible line-up of designers on the catwalk, Amanda Wakeley, Marchesa Notte and Nicholas Oakwell. I was so excited to see the AW14 highlights of Fyodor Golan for 30 minutes. It gave me a fascinating insight into the industry and makes me feel part of this big fashionista family. London based designers Fyodor Podgorny and Golan Frydman created their brand Fyodor Golan in 2011. They are best know for creating a conceptualist approach with 3D embroideries and exquisite shape and textures. Their catwalk collections comprise of show stopping couture gowns and striking separates crafted in highly technical fabrics. You can see below many pictures from the show.

After the show I popped to the entrance to collect my free tote bag filled with goodies, including a Hello Fashion magazine, Maybelline mascara, Garnier make-up wipes, Essie nail polish plus snacks and a Toni&Guy gift card. There was also some Lavazza coffee, which my mum claimed and a Galaxy chocolate bar…which didn’t make it home. We also visited the Canon 360 degree studio where you could have your picture taken by a huge number of cameras. Here you can create a really dynamic image, including creating the impression of flying if your caught mid jump.

 Then I decided to go back to the Sunglass Hut and buy a pair of gorgeous white sunnies from Miu Miu  exclusive LFwend collectiontaking advantage of the discounted price. I didn’t buy any clothing but I was blown away by the variety of designers sunglasses and it was so difficult for me to decide which pair should be mine. They all looked amazing!

If you are into fashion, this is definitely the shopping place to be next year!

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Satisfied with my purchase and extremely proud I attended the Trend Catwalk Show hosted by THE OUTNET.COM, where you can see the best of the AW14 trends. Home to over 250 of the world’s most exciting designer brands at irresistible prices, THE OUTNET.COM is the most fashionable fashion outlet. You can shop directly from my website.

The show focused on some great AW14 trends including Minimalism, Pastels, Jungle Fever and Fairy Tale. Roland Mouret opened the show and played with proportions and texture, while Phillip Lim mixed up the minimal trend. For Fall season you must pick your favorite color and stick with it! It’s all about a confident take on color, with teamed separates in the same shade creating head-to-toe looks. The Candy Crush show was my favorite, being an approach look to structured silhouettes, sharp tailoring and elegant sportswear by Simone Rocha, Acne Studios and Helmut Lang. Pastel shades provides the autumn/winter collections with lovely lilacs, powder pinks and baby blues. The Pastel dresses and soft blouses make up the body of the designs and gave me some good ideas about how to work the pastels trend this season. The Jungle Fever show was a tropical storm on the catwalk thanks to an abundance of lush hues, exotic motifs and tribal prints by Isabel Marant, Antonio Berardi, Alexander Wang and Ostwald Helgason. The show was ending with a Fairy Tale of what you’ve always dreamed of: floaty gowns, delicate details and embellishment by Oscar de la Renta, Badgley Mischka and Roberto Cavalli.

I finished the day with a round of all the different pop-up shops from Somerset House. Though it offered great designer steals, it reminded me that fashion could be highly manipulating and aggravating to the soul. I left Somerset House very satisfied, clutching my overflowing goody bag. A perfectly fashionable day out! I’ll be back definitely, in February for the shopping and for the shows. It’s the best part of the event as it makes you remember why you love the fashion industry and all it’s glamour….

LFWend serves those who are new to the industry as a welcoming hand into this world, providing the perfect balance between style adrenaline and an enjoyable shopping experience. There is a ticket package to suit every need so whether you just want to shop till you drop or gaze at the catwalk, it’s only one click away. Tickets can be purchased online and anyone over the age of 18 can take part in the fun. If you missed it this season, LFWend will be back in February when LFW kicks off all over again.

In the meantime, get ready to be inspired by THE OUTNET.COM’s pick of the season’s top trends, with designers such as Roland Mouret, Peter Pilotto or Diane von Furstenberg.

Shop it directly from here:

 

Have you been to London Fashion Weekend before?

Which autumn/winter trend is your favorite this year?